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www.MaryWaltham.com Extracting value – which customer segments will you serve and how? Institutional Corporate Academic Government Individual Society and association Members Non-members

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www.MaryWaltham.com Extracting value – which markets will you serve and how? Domestic/national Non-domestic What % of your revenue comes from each? Is that changing online? Are you making the most of the reach of online?

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www.MaryWaltham.com Extracting value – which products and services to offer online? Unit of online content – what is it? What do you offer customers? Do all customers want the same products and services? Do you build to order or prepackage? Can you sell more content by enabling more granular choices – at the article/chapter vs the whole publication level?

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www.MaryWaltham.com In order to make a change from prepackaged content Effective and reliable distribution Understanding of what customers want Ability to create new products and services In theory every customer can buy something different online

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www.MaryWaltham.com What has changed online? Digital assets – not used up by consumption Economies of scale – communicate with authors, readers and customers faster and cheaper Economies of scope – extract value across many different and disparate markets Customer records – cost of keeping them and using them low Publishers have the opportunity to sense and respond to demands rather than simply making and selling products

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www.MaryWaltham.com Online pricing models Institutional/organizational site license sold to libraries/corporations Individual/members subscriptions Pay-per-view article sales Price of each has an impact on the others

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www.MaryWaltham.com What is the cost of access? Pecuniary cost – even small per article fees suppressed usage Non-pecuniary cost – time and inconvenience to obtain access Number of screens to navigate Amount of external information to recall Action required to have costs subsidized

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www.MaryWaltham.com What worked well? Generalized subscription purchasing – was a success It had the following features:- Opened up access to all content by all users User defined the subscription It was pre-paid User cost of access – money and effort – effects the number of articles readers access